Advanced search
Publication Cover
Journal of Marketing Communications Volume 23, 2017 - Issue 3
Submit an article Journal homepage
2,969
Views
14
CrossRef citations to date
0
Altmetric
Articles

Young adults' perceptions of product placement in films: An exploratory comparison between the United Kingdom and Hong Kong

Fanny Fong Yee ChanDepartment of Marketing, Hang Seng Management College, Hang Shin Link, Siu Lek Yuen, Shatin, New Territories, Hong KongCorrespondence[email protected]
View further author information
,
Ben LoweKent Business School, University of Kent, CanterburyCT2 7PE, Kent, UK,View further author information
&
Dan PetroviciKent Business School, University of Kent, CanterburyCT2 7PE, Kent, UK,View further author information
Pages 311-328 | Received 09 Dec 2013, Accepted 02 Jun 2015, Published online: 14 Aug 2015

References

  • Agrawal, N., G. Menon, and J. L. Aaker. 2007. “Getting Emotional About Health.” Journal of Marketing Research 44 (1): 100–113.
  • Allan, D. 2010. “They're Playing My Brand: Product Placement in Popular Music.” International Journal of Integrated Marketing Communications, Spring: 40–46. http://www.ijimc.com/.
  • Balasubramanian, S. K. 1994. “Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues.” Journal of Advertising 23 (4): 29–46.
  • Berkowitz, H. 1994. “Product Makers Pay for Film Role.” Houston Chronicle, 11th August.
  • Box Office Mojo. 2015. “Sex and the City.” Accessed January 13. http://www.boxofficemojo.com/movies/?page = intl&id = sexandthecity.htm.
  • Breakthrough Research Report. 2010. “Research towards Media Usage of Hong Kong Youth in 2010.” Accessed February 10. http://www.breakthrough.org.hk/ir/Research/44_Youth_media_usage/abstract.pdf.
  • Brennan, S., P. J. Rosenberger, and V. Hementera. 2004. “Product Placements in Movies: An Australian Consumer Perspective on Their Ethicality and Acceptability.” Marketing Bulletin 15: 1–16.
  • Brown, M. 2011. “How Should You Take TV Advertising Clutter into Account?” Knowledge Point, May, 1–3.
  • Cauberghe, V., and P. De Pelsmacker. 2010. “Advergames: The Impact of Brand Prominence and Game Repetition on Brand Responses.” Journal of Advertising 39 (1): 5–18.
  • Chakravarty, A., Y. Liu, and T. Mazumdar. 2010. “The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-Release Movie Evaluation.” Journal of Interactive Marketing 24 (3): 185–197.
  • Chan, F. 2012. “Product Placement and its Effectiveness: A Systematic Review and Propositions for Future Research.” The Marketing Review 12 (1): 39–60.
  • Chan, F., D. Petrovici, and B. Lowe. in press. “Antecedents of Product Placement Effectiveness Across Cultures.” International Marketing Review, in press.
  • Cowley, E., and C. Barron. 2008. “When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence.” Journal of Advertising 37 (1): 89–98.
  • De Gregorio, F., and Y. Sung. 2010. “Understanding Attitudes Toward and Behaviours in Response to Product Placement.” Journal of Advertising 39 (1): 83–96.
  • De Mooij, M. 1998. Global Marketing and Advertising: Understanding Cultural Paradoxes. Thousand Oaks: Sage Publications Inc.
  • DeLorme, D. E., and L. N. Reid. 1999. “Moviegoers' Experiences and Interpretations of Brands in Films Revisited.” Journal of Advertising 28 (2): 71–95.
  • Dowell, B. 2009. “Product Placement Ban on UK Television to Continue.” Accessed April 4. http://www.guardian.co.uk/media/2009/mar/11/product-placement-ban-continues.
  • Eisend, M. 2009. “A Cross-Cultural Generalizability Study of Consumers' Acceptance of Product Placements in Movies.” Journal of Current Issues and Research in Advertising 31: 15–26.
  • Geraci, J. C., and J. Nagy. 2004. “Millennials - The New Media Generation.” Young Consumers: Insight and Ideas for Responsible Marketers 5 (2): 17–24.
  • Gould, S. J., and P. B. Gupta. 2006. “Come on Down: How Consumers View Game Shows and the Products Placed in Them.” Journal of Advertising 35 (1): 65–81.
  • Gould, S. J., P. B. Gupta, and S. Grabner-Kräuter. 2000. “Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes Toward this Emerging International Promotional Medium.” Journal of Advertising 29 (4): 41–58.
  • Guest, G., K. M. MacQueen, and E. E. Namey. 2012. Applied Thematic Analysis. Thousand Oaks, CA: Sage.
  • Gupta, P. B., S. K. Balasubramanian, and M. Klassen. 2000. “Viewers' Evaluations of Product Placements in Movies: Public Policy Issues and Managerial Implications.” Journal of Current Issues and Research in Advertising 22 (2): 41–52.
  • Gupta, P. B., and S. J. Gould. 1997. “Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences.” Journal of Current Issues and Research in Advertising 19 (1): 37–50.
  • Gupta, P. B., and K. R. Lord. 1998. “Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall.” Journal of Current Issues and Research in Advertising 20 (1): 47–59.
  • Hackley, C., and A. Hackley. 2012. “Unpaid Product Placement: The Elephant in the Room in UK TV's New Paid for Product Placement Market.” International Journal of Advertising 31 (4): 703–718.
  • Hackley, C., and R. Tiwsakul. 2006. “Entertainment Marketing and Experiential Consumption.” Journal of Marketing Communications 12 (1): 63–75.
  • Hall, E. 2004. “Young Consumers Receptive to Movie Product Placement.” Advertising Age 75 (13): 8.
  • Hall, E. 2010. “U.K. Tightens Rules on Newly Approved TV Product Placement.” Advertising Age 81 (7): 22–24.
  • Heyder, H., K. G. Musiol, and K. Peters. 1992. “Advertising in Europe – Attitudes Towards Advertising in Certain Key East and West European Countries.” Marketing and Research Today 20 (March): 58–67.
  • HK Motion Picture Industry Association. 2012. “The Movie Industry of Hong Kong in 2010.” Accessed December 17 2012. http://www.mpia.org.hk/content/press.php?month = 2011-01&call = 1.
  • Hofstede, G. 2001. Culture's Consequences: Comparing Values, Behaviours, Institutions, and Organizations Across Nations. Thousand Oaks, CA: Sage Publication Inc.
  • Homer, P. M. 2009. “Product Placements: The Impact of Placement Type and Repetition on Attitude.” Journal of Advertising 38 (3): 21–32.
  • House, R. J., P. W. Hanges, M. Javidan, P. Dorfman, and V. Gupta. 2004. Culture, Leadership, and Organizations: The GLOBE Study of 62 Societies. 62. Thousand Oaks, CA: Sage Publication Inc.
  • Hudson, S., and D. Hudson. 2006. “Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?” Journal of Marketing Management 22 (5/6): 489–504.
  • Hudson, S., D. Hudson, and J. Peloza. 2008. “Meet the Parents: A Parent's Perspective on Product Placement in Children's Films.” Journal of Business Ethics 80 (2): 289–304.
  • Jin, C. H., and J. Villegas. 2007. “The Effect of the Placement of the Product in Film: Consumers' Emotional Responses to Humorous Stimuli and Prior Brand Evaluation.” Journal of Targeting, Measurement and Analysis for Marketing 15 (4): 244–255.
  • Karrh, J. A. 1998. “Brand Placement: A Review.” Journal of Current Issues and Research in Advertising 20 (2): 31–49.
  • Karrh, J. A., K. T. Frith, and C. Callison. 2001. “Audience Attitudes Towards Brand Placement: Singapore and United States.” International Journal of Advertising 20 (1): 3–24.
  • La Ferle, C., and S. M. Edwards. 2006. “Product Placement: How Brands Appear on Television.” Journal of Advertising 35 (4): 65–86.
  • Lee, T., Y. Sung, and S. M. Choi. 2011. “Young Adults' Responses to Product Placement in Movies and Television Shows: A Comparative Study of the United States and South Korea.” International Journal of Advertising 30 (3): 479–507.
  • Lindlof, T. R. 1995. Qualitative Communication Research Methods. London: Sage Publication Inc.
  • McCracken, G. 1988. The Long Interview. Newbury Park, CA: Sage Publication Inc.
  • McKechnie, S., and J. Zhou. 2003. “Product Placement in Movies: A Comparison of Chinese and American Consumers' Attitudes.” International Journal of Advertising 22 (2): 349–374.
  • Miller, M. 2013. “Digital Product Placement Creates Adverts Out of Thin Air.” BBC News 8 April.
  • Miller, W. L., and B. F. Crabtree. 2004. “Depth Interviewing.” In Approaches to Qualitative Research: A Reader on Theory and Practice, edited by S. N. Hesse-Biber and P. Leavy, 185–202. New York: Oxford University Press.
  • Morton, C. R., and M. Friedman. 2002. “‘I saw it in the Movies’: Exploring the Link Between Product Placement Beliefs and Reported Usage Behaviour.” Journal of Current Issues and Research in Advertising 24 (2): 33–40.
  • Motion Picture Association of America. 2005. “MPAA Presidential Address 2005.” Accessed April 13. http://www.mpaa.org/press_releases/2005_03_15b.pdf.
  • Nelson, M. R., and L. E. McLeod. 2005. “Adolescent Brand Consciousness and Product Placements: Awareness, Liking and Perceived Effects on Self and Others.” International Journal of Consumer Studies 29 (6): 515–528.
  • Okazaki, S, B. Mueller, and C. Taylor. 2010. “Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals Between U.S. and Japanese Consumers.” Journal of International Marketing 18 (2): 20–34.
  • Pervan, S. J., and B. A. S. Martin. 2002. “Product Placement in US and New Zealand Television Soap Operas: An Exploratory Study.” Journal of Marketing Communications 8 (2): 101–113.
  • Prugsamatz, S., F. Alpert, and B. Lowe. 2010. “Modelling Consumer Entertainment Software Choice: An Exploratory Examination of Key Attributes and Differences by Gamer Segment.” Journal of Consumer Behaviour 9 (5): 381–392.
  • Redondo, I. 2012. “The Behavioural Effects of Negative Product Placements in Movies.” Psychol & Marketing 29 (8): 622–635.
  • Roehm, M. L., H. A. Roehm, and D. S. Boone. 2004. “Plugs Versus Placements: A Comparison of Alternatives for Within-Program Brand Exposure.” Psychology and Marketing 21 (1): 17–28.
  • Russell, C. A. 2002. “Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude.” Journal of Consumer Research 29 (3): 306–319.
  • Russell, C. A., and B. Stern. 2006. “Consumers, Characters, and Products: A Balance Model of Sitcom Product Placement Effects.” Journal of Advertising 35 (1): 7–21.
  • Steinberg, B. 2010. “Why Modern Family still Drives Toyota.” Advertising Age 81 (10): 1–2.
  • Stern, B. B., and C. A. Russell. 2004. “Consumer Responses to Product Placement in Television Sitcoms: Genre, Sex, and Consumption.” Consumption, Markets and Culture 7 (4): 371–394.
  • Taylor, C. R. 2009. “Product Placement: A Hot Topic Gets Hotter.” International Journal of Advertising 28 (5): 753–756.
  • Terlutter, R., S. Diehl, and B. Mueller. 2010. “The Cultural Dimension of Assertiveness in Cross-Cultural Advertising: The Perception and Evaluation of Assertive Advertising Appeals.” International Journal of Advertising 29 (3): 369–399.
  • Thwaites, D., B. Lowe, L. L. Monkhouse, and B. R. Barnes. 2012. “The Impact of Negative Publicity on Celebrity ad Endorsements.” Psychology & Marketing 29 (9): 663–673.
  • Tryhorn, C. 2010. “TV product placement Plan Confirmed.” Accessed April 4. http://www.guardian.co.uk/media/2010/feb/09/tv-product-placement-confirmed.
  • UK Film Council. 2012. “Statistical Yearbook 2010.” Accessed March 10. http://www.ukfilmcouncil.org.uk/statsyearbook10.
  • Van Reijmersdal, E., P. Neijens, and E. Smit. 2009. “A New Branch of Advertising: Reviewing Factors that Influence Reactions to Product Placement.” Journal of Advertising Research 49 (4): 429–449.
  • Weber, R. 2004. “The Rhetoric of Positivism Versus Interpretivism: A Personal View.” MIS Quarterly 28 (1): iii–xii.
  • Ofcom. 2006. Product Placement: A Consultation on Issues Related to Product Placement. London, UK: Ofcom.
  • PQ Media. 2013. New PQ Media Data: Global Product Placement Spending Up 12% to $8.3B in 2012, Driven by Expanding BRICs, Telenovela Growth & More DVRs; Faster Growth Seen Again in 2013. Stamford, CT:

Media content and web database

  • Sex and the City. Directed by Michael Patrick King, USA 2008.
  • Spider-Man 2. 2004. “Dir.” Sam Raimi, USA.
  • The King's Speech. Directed by Tom Hooper, UK 2010.
  • The Matrix Reloaded. Dirs. Andy Wachowski and Lana Wachowski, USA 2003.
  • TRON: Legacy. Directed by Joseph Kosinski, USA 2010.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.